Gloria Guevara

  • Secretary of Tourism for Mexico (2010-2012)

Gloria Guevara was the Secretary of Tourism for Mexico, appointed under President Felipe Calderon. For three consecutive years, she was named “one of the most influential women in Mexico” by CNN Expansión.


Gloria  Guevara headshot
Talks & Conversations with Gloria Guevara

Crisis Management/Leadership in Difficult Times

Global Marketing/Rebranding

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Gloria Guevara was appointed by President Felipe Calderon in 2010 as Mexico’s secretary of tourism, a cabinet position that led an industry that contributed 9% of Mexico´s GDP and employed 7.5 million people.

For three consecutive years, Gloria Guevara was named “one of the most influential women in Mexico” by CNN Expansión.

She holds a BS in Computer Science from Anahuac University and an MBA from Kellogg School of Business at North western University.

Gloria began her professional career at NCR Corporation in 1989 and she worked in IT industry in different roles traveling to more than 20 countries throughout North America, Latin America, Middle East and Africa.

Since 1995 she has been working for the Travel Industry. Began in Sabre Travel Network and Sabre Holdings and her last job was the CEO of Sabre Mex JV reporting to board of directors.

During her government assignment, she was also given the responsibility of the Mexico Tourism Board, where she had to promote the country and reset the tone and image of Mexico during the most difficult times.

Under her leadership, a national agreement for tourism was signed in 2011. This key strategic plan for the first time ever aligned the entire sector, including the federal government, all 31 of the states, the Mexican congress, private sector, unions and academia. Through the national agreement the foundation in Mexico was created and it has been the model for other countries.

Despite the perfect storm that combined the accumulated impact of the worst financial and economic crisis, the outbreak of H1N1 flu and the challenge Mexico faced in security, under her leadership Mexico turned around from the decline on international and domestic tourists and broke a new record in domestic and international tourists in 2011 with more than 191 million.

Her ability to manage the crisis and to find opportunities in the middle of the situation helped to position Mexico ahead and as a model to follow.

During her time, Mexico hosted several key travel events including T20 which gather the Ministers of Tourism of the top 20 economies, the WTTC (World Travel and Tourism Council) with CEOs and leaders from the private industry and the UNWTO (United Nations World Travel Organization) executive council in 2012. Thanks to her leadership, work and effective collaboration, for the first time ever the importance and support to Travel and Tourism were included in the G20 leaders declaration in Los Cabos Mexico, a very significant milestone for the Global Industry, which gave her the title of G20 pioneer.